Featured Research

from universities, journals, and other organizations

Why do consumers think hard-to-get babes and products are worth the extra effort?

Date:
August 10, 2011
Source:
University of Chicago Press Journals
Summary:
Potential dates who are slightly elusive or products that are stuck on the back of a shelf are more attractive to consumers than their more attainable counterparts, according to a new study.

Potential dates who are slightly elusive or products that are stuck on the back of a shelf are more attractive to consumers than their more attainable counterparts, according to a new study in the Journal of Consumer Research.

"To get the best outcomes or products, people usually have to expend effort," write authors Sarah Kim and Aparna A. Labroo (both University of Chicago). "This relationship between effort and value is so closely associated in a consumer's mind that wanting the best outcomes automatically results in increased preference for any outcome associated with effort, even pointless effort."

In one study, the authors had heterosexual males classify themselves as either "shy gawkers" or "smooth talkers." Participants were presented with a picture of a potential date that was either clear or blurred slightly (by 15 percent). "The shy gawkers behaved as one might expect, evaluating the date more favorably when they viewed the clear rather than the blurry picture," the authors write. "Quite surprisingly, however, the smooth talkers found the date more attractive when the picture was slightly blurry rather than clear."

The authors found similar results with participants who classified themselves as "smart shoppers." They indicated higher preferences for products when they had to travel across town to get them, even when they were available in a nearby store. They also preferred products that appeared to be pushed back on the shelves.

The authors even found that people who thought of themselves as "pioneers" rather than "followers" made more donations to a charity box when they had to stretch slightly (four feet) to make a contribution.

Luckily, when the researchers directed people's attention to the pointless nature of their efforts, they no longer valued the outcomes associated with the pointless effort. "So the next time you find yourself chasing that hottie, or you find yourself reaching to get a product way back on a shelf, pause for a moment and consider whether the outcome is really worth your effort," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Sarah Kim and Aparna A. Labroo. From 'Inherent Value' to 'Incentive Value': When and Why Non-Instrumental Effort Enhances Consumer Preference. Journal of Consumer Research, December 2011 DOI: 10.1086/660806

Cite This Page:

University of Chicago Press Journals. "Why do consumers think hard-to-get babes and products are worth the extra effort?." ScienceDaily. ScienceDaily, 10 August 2011. <www.sciencedaily.com/releases/2011/08/110810093749.htm>.
University of Chicago Press Journals. (2011, August 10). Why do consumers think hard-to-get babes and products are worth the extra effort?. ScienceDaily. Retrieved April 19, 2014 from www.sciencedaily.com/releases/2011/08/110810093749.htm
University of Chicago Press Journals. "Why do consumers think hard-to-get babes and products are worth the extra effort?." ScienceDaily. www.sciencedaily.com/releases/2011/08/110810093749.htm (accessed April 19, 2014).

Share This



More Science & Society News

Saturday, April 19, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Drought Concerns May Hurt Lake Tourism

Drought Concerns May Hurt Lake Tourism

AP (Apr. 18, 2014) Operators of recreational businesses on western reservoirs worry that ongoing drought concerns will keep boaters and other visitors from flocking to the popular summer attractions. (April 18) Video provided by AP
Powered by NewsLook.com
Small Reactors Could Be Future of Nuclear Energy

Small Reactors Could Be Future of Nuclear Energy

AP (Apr. 17, 2014) After the Fukushima nuclear disaster, the industry fell under intense scrutiny. Now, small underground nuclear power plants are being considered as the possible future of the nuclear energy. (April 17) Video provided by AP
Powered by NewsLook.com
Heartbleed Hack Leads To Arrest

Heartbleed Hack Leads To Arrest

Newsy (Apr. 17, 2014) A 19-year-old computer science student has been arrested in relation to a data breach of 900 social insurance numbers from Canada's revenue agency. Video provided by Newsy
Powered by NewsLook.com
Scientists Create Stem Cells From Adult Skin Cells

Scientists Create Stem Cells From Adult Skin Cells

Newsy (Apr. 17, 2014) The breakthrough could mean a cure for some serious diseases and even the possibility of human cloning, but it's all still a way off. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins